The UK's oldest commercial television network, ITV, is supposedly livid over the rumor that Apple will rebrand the Apple TV as "iTV" in the near future. According to Mirror.co.uk, the network is already taking legal steps to "...stop the move." They're looking to prevent Apple from using the name "iTV" in any way. Mirror.co.uk quoted a source as saying, "We all take our ITV brand very seriously and we'll do everything in our power to protect it."
Easy, folks. It's just a rumor. iTV may be what's coming as a new name, or it might not. Besides, Apple and Cisco were able to work things out when Apple renamed the iPhone OS "iOS."